Using inbound marketing is the easiest way to turn searchers into sales prospects. However, this type of marketing strategy cannot stop once you have converted these visitors into leads. Not every visitor who comes to your website to find additional information about your company is ready to buy at that exact moment. Perhaps they are just at the beginning of their research cycle, don't have the budget right now, or haven't quite decided what their needs are or how your company can satisfy these needs.
There is still a lot of work to be done once you have turned searchers into sales prospects, so keep on working to get that sale! Chances are, they will be ready to buy soon and you must give them what they need once that time comes and keep your company at the forefront of their minds so they don't buy elsewhere.
Here are three reasons why your sales prospects aren't buying, and what you can do to solve the issues.
1. The Information You Are Giving Them Isn't Useful to Them
The message you send out about your company must be relevant to the sales prospects. With some market research, you can find out who your intended audience should be so you can tailor your marketing efforts to their specific needs in order to pique their interest.
Everyone who is coming to your website has a need and it's up to you to figure out what it is and solve the problem. When you provide useful information, these prospects can feel confident that your company has the solution that they are looking for and that they don't have to look elsewhere. They can see the value of buying your products or services because they are directly related to the problem they are trying to solve.
2. You Haven't Included Calls to Action
Your website is filled with a wealth of information on your company and its products or services. Your sales prospects can gain knowledge and find answers. That's a great start, but it's not enough. You also need to add calls to action to your content. You can ask them to call your office, email your sales representatives, or download additional content, so they can become one step closer to buying. What's more, calls to action allow you to gather prospects' contact information, so you can follow up with them throughout the buying process and help them make the decision to buy.
3. You Are Selling, Not Nurturing
Sales prospects these days do not want obvious, blunt sales pitches thrown at them. There's nothing personal about forceful selling, and it won't work in today's market. Instead, sales prospects want to be nurtured. They want to feel like their business is truly important to your company. They want to perform their own research and come to you for additional knowledge or answers. They want to make their own decisions and not be pressured into any commitments by pushy sales people. Once visitors have turned into sales prospects, they are essentially telling you that they are interested, but they just need a little more guidance in order to make the final decision. So, become his guide instead of his sales person and you will achieve much greater results.
Help Your Sales Prospects Buy
Sales prospects don't buy for myriad reasons. Don't let your company's selling and marketing techniques be the reason that they don't buy or why they go to your competitors instead. Once your visitors have turned into leads, your job isn't over. You've gotten them interested, and now you have to keep them interested until they are ready to make the decision to buy from your company. Provide them with useful information that is relevant to their specific needs, create calls to action so you can follow up, and nurture the relationships. Soon, you'll see your profits soar.